Adwords: How does Lastminute bypass the unavoidable Google?

Interview with Romain Roy, who acquired lastminute.com

The prices of Google Adwords are soaring. Daily, we witness daily newcomers in the e-commerce market making internet competition increasingly fierce. Under these conditions, how to successfully maintain or even develop sales, without exceeding a marketing budget? "With a strategic bypass" explains Romain Roy, SEO Manager of the online travel agency: Lastminute. This is a sensitive topic, especially in this time of crisis when the growth rate of e-tourism is stalling. Interview with Romain Roy.

Roman Roy, SEO manager at Lastminute.com

i- tourism: How do you manage to control your marketing budget with Lastminute in front of the inflation of keyword prices?

Romain Roy: "With a strategic bypass. We usually work on a dozen keywords that generate high rates of conversion.

But prices on Google have increased dramatically.

We could not tolerate successive increases of 10 to 15%.

Now when this is the case, we change keywords to use other concepts.

Previously, we had also neglected the Natural Search Engine Optimization (SEO.) We started using it as a substitutive strategy."

i- tourism : For what purpose?

RR: "We used to rely heavily on paid search. It was easier and guaranteed faster results.

But for the last 4-5 years things have changed a lot, we have developed our strategy and the SEO is now much more cost-effective."

i- Tourism: This is a strategic bypass, I agree, but does it give results in the long term?

RR: "This is what we believed, yes. But the reality is different. With SEO, you can get quick and especially much cheaper results…"